Loyalty programs ask for consumers' personal information in exchange for something of value, whether that's a discount or a better brand experience. The basis of that value exchange relies on consumer trust, according to Guy Cierzan, executive vice president and managing director at Minneapolis digital agency ICF Olson. eMarketer's Patricia Orsini spoke with Cierzan about how brands can develop and maintain that trust and strengthen their loyalty programs as a result. He was interviewed as part of eMarketer's July report, "Loyalty Marketing: Data Fuels Personalization Strategies and Better User Experiences."
